Evoking the mystical power of sound, the Bard once said, “If music be the food of love, play on.” As summer festival season approaches, it’s time to up the ante on Shakespeare’s metaphor and think of music as food for thought.
Does Florence have what it takes to become Festival Central?
Around the world, studies demonstrate that large-scale events generate considerable economic return and lay the foundations for an ever-evolving culturally aware population. Imagine our Renaissance city stepping out of its comfort zone to play a whole different hand of cards. Could it take on the challenge of international “festivaldom”? Strewn with abandoned or underutilized structures, charming-in-their-own way industrial complexes and a few sizeable green areas (not to mention open-air theatres and the stadium), Florence certainly isn’t short on potential venues. Strategically located in central Italy and with two nearby airports (Pisa and Florence) easily reachable by train or bus and packed with a range of accommodation, our city is used to welcoming large numbers.
Italy is actually home to some of the world’s most hardcore festival goers: according to statistics, Italians are in third place among the flocks that each year take off towards European event staples such as the upcoming Primavera Sound and Sonàr festivals in Barcelona, Sziget in Budapest, Pukkelpop in Hasselt or, if we want to keep things local, free sun-soaked Marina di Ravenna indie paradise Beaches Brew and Ypsigrock, held in the Sicilian castle town of Castelbuono.
But what if our city weren’t only the starting point of this migratory pattern towards greener indie pastures? What if Florence were to become a contemporary musical attraction, embracing a different kind of tourism? I asked around to find out whether Florence actually has what it takes to pull this off. “There are three main reasons that make Florence a potential festival location,” commented Costanza Baldini, journalist for Tuscan media outlet intoscana.it and bona fide music junkie. “First, the main train station is just a short distance from the Cascine park, where there’s an amphitheater, the Arena del Visarno and the Ippodromo Le Mulina, three venues that could easily fit impressive stages. The park is the perfect setting to welcome festival goers from all over Europe.”
Indeed, this year the Ippodromo del Visarno will be staging top-notch musical acts such as Sting, Duran Duran and Massive Attack, while the amphitheater’s summer playbill boasts psych-rock band Kula Shaker, South African sensation Die Antwoord and indie queen Cat Power. It’s a promising start.
“Secondly, Florence is the cradle of the Renaissance and the wealth of its museums would be the perfect treat for a Florentine holiday packed with music and art,” continued Baldini. “Festival tickets could become a pass to the city’s treasures, giving exclusive discounts and assuring a unique visiting experience.”
“The third reason stems from Florence’s recent gastronomic revolution: over the past few years alongside the more classic Tuscan eateries, the city has witnessed the flourishing of countless interesting street food-style ventures, which creatively combine innovation and tradition. This young, hip cuisine would go hand in hand with increasingly demanding festival audiences, offering an all-round experience.”
Picture the Cascine dotted with tents, imagine youngsters with colorful wristbands soaking up the city’s greatness and envision our piazzas teeming with the energy of music-loving crowds. Of course, these ambitious visions conceal risks aplenty in terms of the city’s delicate ecosystem. In recent years, however, Florence has often expressed the need to go beyond its boundaries, both artistically and in terms of infrastructure, as a means of fulfilling its destiny: to become a contemporary centre of culture for tourists and residents. It will take time, open-mindedness and a whole lot of paperwork, but for now it’s an invitation to think out of the box.
What do you think? Could Florence benefit from a pinch of festival zest? Drop The Florentine’s music editor a line at m.davis@theflorentine.net
Tuscan pop/rock festivals worth penning in your diary
June 2–July 23
Lucca Summer Festival, Lucca
Highlights: Van Morrison, Neil Young + Lionel Richie
June 16–July 30
Estate Fiesolana, Fiesole
Highlights: Snarky Puppy + Blonde Redhead
June 16–19
Surfer Joe Summer Festival, Livorno
The best of the international surf music scene
June 23–25
Torrita Blues, Torrita di Siena (SI)
Highlights: Dana Fuchs Band + Mississippi Heat
June 25–26
Tuscania, Peccioli (PI)
Line-up TBD
July 5–16
Pistoia Blues, Pistoia
Highlights: Damien Rice, The National + Father John Misty
July 8–9
Lars Rock Fest, Chiusi (SI)
Highlights: SUUNS + Wire
September 7–11
Live Rock Festival, Acquaviva di Montepulciano (SI)
Highlights: Digitalism + Nothing But Thieves
